New convenience: Ariel Excel Gel
Procter & Gamble (P&G) is claiming a breakthrough and market first in the laundry category with the launch of a cold wash detergent.
Ariel Excel Gel is the result of three years’ development work and 5m trial formulations. It is designed to wash at 15˚C and builds on P&G’s commitment to sustainable innovation.
As well as being designed to use less energy, Ariel Excel Gel uses 40% less water and 14% less packaging than current Ariel liquid and therefore generates less waste.
P&G UK vice president and managing director Irwin Lee said: "Ariel Excel Gel demonstrates our continued commitment to sustainable innovation on the big brands consumers know and rust, and takes the multi award-winning Ariel Turn to 30˚ initiative even further.
"Research has shown the number of loads done at 30˚C has risen from 2% to 17% since P&G’s call to action."
P&G hopes the new product, launched under the campaign theme, Cold is the New Hot, will continue to encourage and inspire consumers to save energy and water by cleaning at temperatures as low as 15˚C.
The company is also working with leading washing machine manufacturers to design machines offering low energy, eco programmes, which halve the energy used in a 30˚C cycle.